Plumbing - SEO - Google Ads
Case Study
We designed and built Blenheim plumbing from a blank page, then took on the work that keeps it earning – search optimisation for the towns Blenheim serves, structured content so AI assistants describe the business accurately, and paid campaigns that pick up the urgent jobs that can’t wait for a page to rank.
The result is a single digital shopfront that turns an established local reputation into enquiries, from homeowners planning a new bathroom to people whose boiler has just packed in.
before
A strong local reputation with nowhere to point people
When we began working with Blenheim Plumbing, the business was already well established. Sam had years of work behind him, a growing list of returning customers and genuinely excellent word of mouth across Oxfordshire.
What they didn’t have was a website. Enquiries arrived by phone, by recommendation and through social media. Anyone who heard the name and searched for it online found very little and anyone searching for a plumber without knowing the name found competitors instead.
Accreditations that matter enormously in this trade, Gas Safe registration, OFTEC qualification, Worcester Accredited Installer status and the extended guarantees that come with it were invisible to anyone comparing options online.
the problem
Being found at the moment someone needs a plumber
Plumbing and heating enquiries divide into two very different journeys, and a website has to serve both.
The first is planned work: a new boiler, a full central heating upgrade, underfloor heating, a bathroom refurbishment. These customers research, compare and want reassurance. They look for qualifications, guarantees, finished work and reviews before they pick up the phone.
The second is urgent: a burst pipe, a leak, no heating in January. These people search on a phone, scan for a number and call whoever looks credible and local. Anything that slows them down loses the job.
On top of that, Oxfordshire is a competitive search market. Blenheim needed to appear for work across Oxford, Bicester, Woodstock, Witney, Kidlington, Abingdon, Banbury, Chipping Norton, Carterton and Didcot against national lead-generation sites and directories with far bigger budgets.
And the way people search was changing. Increasingly the first answer a homeowner sees isn’t a list of links but a summary written by an AI assistant. If the site didn’t state clearly what Blenheim does, where it works and what it’s accredited to do, those summaries would be written without it.
transformation
A website built around how people actually hire a plumber
We built the site from scratch on WordPress, designing it around the two customer journeys rather than around a list of services.
The phone number sits at the top of every page and is tappable on mobile, because the majority of emergency traffic arrives on a phone. The homepage leads with the four things people search for most – boilers, central heating, bathrooms and emergency call-outs, each opening into detail for the customers who want it.
Behind those sits a full services section covering boiler installation and annual servicing, general plumbing repairs, bespoke bathroom installations, complete central heating systems, underfloor heating, radiators and pipework, vented and unvented hot water cylinders, smart thermostats and emergency call-outs. Individual pages for new and replacement boilers, boiler servicing and repairs, and bathroom installations give the higher-value services room to make their own case.
Trust does the rest of the work. Worcester Accredited Installer branding, Gas Safe and OFTEC credentials and the extended guarantee of up to 12 years on Worcester Bosch installations appear where customers are deciding, not buried on an about page. Live Google reviews are pulled onto the site so the reputation that built the business is visible to people who haven’t heard of it yet.
search & visibility
SEO and GEO, run as one job rather than two
Launching the site was the start. We manage Blenheim’s search visibility on an ongoing basis, across both traditional search and the AI answer engines now sitting in front of it.
Local SEO across Oxfordshire
Service and location coverage built around the towns Blenheim actually works in, so the site competes for the searches that turn into jobs rather than vanity terms with no local intent.
GEO optimising for AI answers
Content written so that ChatGPT, Google’s AI Overviews and similar assistants can read and repeat the facts accurately: what Blenheim does, which areas it covers, which accreditations it holds and what guarantees come with them. The FAQ sections answer real questions in complete, quotable sentences the format these systems draw from.
Google Ads
We assisted Blenheim with Google Ads and PPC campaigns to cover the gap and capture high-intent searches from day one. Campaigns are built around the terms that convert: boiler installation and replacement, emergency plumbing, and the bathroom and heating work with the highest value per job. Targeting is kept tight to Blenheim’s genuine service area, so budget goes on enquiries the team can actually attend.
Ads point to the relevant service page rather than the homepage, so the promise in the ad matches what the customer lands on. Call extensions let people ring straight from the results, which is what most emergency traffic wants to do anyway.
Google Reviews
the result
From no website to a working source of enquiries
Blenheim Plumbing & Heating came to us with a strong local reputation and no digital presence at all. They now have a website built from scratch that presents the full range of their work, proves their accreditations at the point of decision and makes it effortless to call.
Around it sits ongoing SEO and GEO to keep the business visible in both traditional and AI-driven search, and Google Ads campaigns capturing the urgent, high-value enquiries that come in between.
Ready to elevate your business
From building your website from scratch to running the SEO, GEO and paid campaigns that fill your diary, we help trades and local businesses get found and get booked.